Holden is looking to capitalize on the momentum that is Star Wars, as the brand announced it has entered a multi-year agreement with The Walt Disney Company Australia and New Zealand to promote the upcoming film Star Wars: The Force Awakens.
Holden’s Executive Director of Marketing and Customer Experience, Geraldine Davys, said the announcement presents many opportunities for Holden and the franchise’s loyal fan base.
“This is an exciting and important step for Holden as we continue to evolve our brand and reach out to new customers,” Davys said.
“This agreement enables Holden a connection to one of the biggest and most loyal followings in the world, over 500 million fans globally, and allows us to think outside the box as we continue to capture the imagination of our customers.”
“We’ll have a number of innovative and engaging activations coming to Australia and New Zealand and our customer should be prepared to expect the unexpected,” she concluded.
Should we expect Millennium Falcons to be traded in for Holden Commodores? Probably not, but, we can only imagine the advertisements and promotions Holden can concoct with this sort of branding.
Comments
So sad to see this once great manufacturer of cars reduced to these types of publicity stunts to remain relevant. RIP Holden 🙁
Star Wars should be very beneficial just as Transformers.
Todays car companies find often to fit in with the younger generations that they have to become part of their culture.
Many young people world wide do not have the love of the automobile as they once did. The car itself was a part of their culture and today it needs something to make it part of their culture other wise it is just a way to get some place.
Stat Wars is going to be a very big deal in the coming year and this will put Holden on the radar of the young people who stopped buying Holden.
This generation is part of the reason you have lost your larger RWD cars as they stopped buying them not just from Holden but most other brands.
It is sad today that power, RWD and such have little to no effect on most younger buyers buying habits. Today it is all about technology and price. They would rather pay less and buy a more expensive cell phone or tablet.